Disruptive. The buzzword that seems to be influencing our brand strategies more than any other word.

From boardrooms to coffee shops, it seems that this word has become an emphasis for how we relate to our audience. Somehow being disruptive has become desirable.

Business models can be disruptive. Both new-market and low-end disruptions occur at an industry-facing level. But disruptive business models don’t presume that the brand should be disruptive. Brands should never be designed to be disruptive.

Being disruptive isn’t a strategy. In fact, it’s an anti-strategy. Shock and awe brands fail to sustain their connection with real people because people don’t connect with disruption, they connect with delight.

Think about it. Do you want to be disrupted by a brand? Or would you rather be delighted. Which one of the “d” words draws you in?